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How to Design and Print a Successful Sales Brochure
GOOD DESIGN AND PRINT WORKS!
Do You Want to Win More Business?
TODAY WE WILL SHOW YOU THE SECRETS TO HOW YOU CAN PRODUCE A PROFESSIONALLY PRINTED BROCHURE with superb photographic images, design and layout that will increase your sales and make you the envy of your competitors.
Here are the four pages of an excellent brochure we produced for the Cardiff Building Company Ltd. and we are going to show you exactly how we did it, why we did the things we did during the process and why a good design works!
You can read about our brochure printing service here.
You’ve all heard the phrase “you never get a second chance to make a first impression!” This applies 100% to any successful company brochure.
Once you have that all-important impressive brochure in your hands it will inspire potential customers immediately and sales and conversions will increase!
Why? A professional brochure is an extension of your business. A good brochure builds confidence and confidence sells!
Do any of these three questions apply to you?
- Are you envious of the product and service brochures of your competitors?
- Have you ever wondered if your competitors are doing better because they have a better brochure?
- Are you desperate to create a corporate brochure that you can leave with clients or send through the post to cement that sale?
If the answer is YES to any of these questions then we recommend you read on because we are going to show you exactly how you can give your business a significant boost with a well-designed flagship company brochure that will not cost you the earth to produce!
What exactly is a Printed Company Brochure?
A well designed and printed corporate brochure is your SILENT SALESMAN – it’s the salesman that you don’t have to pay wages to, or give an expenses account, or worry about how much time they are wasting on personal phone calls and Facebook.
You can see examples of our design services here.
Types of Brochure
When is a brochure not a flyer, a leaflet or catalogue?
A single sheet of paper printed either one or two sides is generally considered to be a flyer or leaflet.
If you have a multipage document of product, service or information pages that runs into more than 72 pages we tend to consider this to be a catalogue.
The reason is that once we have a document with a volume of 76 pages or more we can use different types of binding such as “perfect binding” which allows a flat or square spine and people like to call these products catalogues.
Therefore a document between 4 and 72 pages is usually called a brochure. Simple isn’t it but it is subjective. You can call it what you like. The important thing is that a well designed and printed document is an investment and it will work for you when done professionally.
The No.1 Secret of Advertising
Why does some advertising work better than other advertising and publicity? The answer is knowledge and using that knowledge when you design the advertising material.
Once you know what makes an advert tick you will never look at any advert whether printed or video in the same way again.
I’ll write more about this secret in a later post but the short answer to success lies in the acronym AIDA.
If you never learn anything else about marketing learn……..AIDA…………..which stands for Attention, Interest, Desire, Action.
When we design a brochure this is the methodology we follow. You have to grab attention, keep reader interest, create desire and finally allow that reader to easily make contact.
It’s simple when you know how but few people know how to do it. Those that do create advertising material that works! Hence the phrase we often use at Evan Design Media – GOOD DESIGN WORKS!
The Five Elements of a Successful Brochure
- Logo / Identity
- Photographs / Images
- Content / Copywriting
- Choice of Size and Paper Stock
- Layout and Design
Talk is cheap so let’s take a real example of a building company who required a new brochure.
The brief was to create a feelgood professional brochure that set the builder apart from the competition. We had to illustrate their professionalism and also bear in mind they work in a localized area. The main products and services to be emphasized were kitchen and bathroom installations but it was important to illustrate the fact that they also offered more general building services.
This brochure is for the Cardiff Building Company Ltd.
LOGO / IDENTITY
The chosen colours for the corporate identity were a deep yellow and a dark midnight blue/black.
The logo had to be generic rather than specific to kitchens or bathrooms so we went with the house roof as an umbrella that suggested strength, security and trust.
As a strapline, we added the important wording “A local company" because clients like the builder to be local and reliable so we used this mentality in our design to manage potential customer expectation.
The cost of designing a clean looking, user-friendly logo like this would be approximately £150.
Here is the finished logo.
PHOTOGRAPHS / IMAGES
We always say that “you never get a second chance to make a first impression!”
The quality of your chosen images will shout from the page how professional you are so the quality of images is critical in gaining customer attention and focus.
The client supplied us with the images we used which are top quality high-resolution photographs. These images help create a stunning visual impact that makes any potential customer read on. Remember the phrase AIDA above and the opening word Attention? Well, we have certainly created an attention-grabbing front page here.
You can either source and supply your images by using professional photographers or asking us to supply “stock” images for you of a given product or service.
If you are advertising a bespoke, custom product such as bicycles you manufacture then you need specific photos and we would recommend hiring in a professional. Never underestimate the value in professional photos. They will last for years and work across all advertising very successfully indeed.
If you need help finding the right photographer we would be happy to assist and point you in the right direction.
Should you require stock photos supplied by us we have access to millions of images. As a rough estimate these cost from about £75 each subject to licensing agreements.
The final word…………if you want your brochure to succeed you MUST use professional photography.
CONTENT / COPYWRITING
A picture speaks a thousand words – people will look at photographs for ages and create perceptions about your business in their mind. The reality is they will scan text and only take headings and sub-headings into their consciousness.
Very few people read the full detail but you still have to have enough content to qualify your initial offer/statement e.g. the thing that grabbed their attention in the first place.
The wording of your brochure especially the headings and subheadings are critical to the success of your project. Writing the copy for your brochure or “copywriting” as it is known is one of the “golden arts”. It is a seriously undervalued modern science.
Having your brochure copy written by us will dramatically enhance the overall brochure and help make it a winner.
It’s not about the volume of words it’s about the impact and attention.
We charge from £50 per page to create the copy for your brochure subject to sight of what is required.
It can mean the difference between a hit or a miss, a success or a failure. Professional copy works!
As a general example it's also about knowing the most powerful words in advertising. These may be used subject to what you are trying to achieve.
Examples include: New, Amazing, Sale, Half Price, Offer and so on. There is a great skill in knowing how to use them and when to use them!
CHOICE OF SIZE / PAPER STOCK
This is often an underestimated part of the task in hand. The choice of stock for your brochure is critical to its purpose and it’s end-user.
If it’s for a door to door, a magazine drop, or direct mail there is a trade-off between weight and cost.
Other things to consider are whether you need a glossy appearance or a flatter, duller matt effect.
We will freely advise on what we think is best for your circumstances.
e.g. many people do not realise the cheapest way to produce most A4 brochures is in combinations of 8 pages e.g. 8,16,24, 32 page etc are the cheapest per unit combinations.
Furthermore, if you can have a “self-cover” where the weight of the cover is the same as the inside pages of the brochure this also reduces the cost per item.
Ask for our advice. We don’t bite and we will help to get you the best deal overall and a stunning brochure.
LAYOUT AND DESIGN
There are lots of rules when it comes to this topic and it is not my intention to go into detail here.
Professional design works because it is just that….professional – and it doesn’t cost the earth!
Depending on your product or service there are many styles to choose from such as:
- Clean
- Modern
- Traditional
- Retro
- Vintage
- Dynamic
- Tropical
- Nightlife
- Glitzy
and on and on and there are a whole lot more aspects and styles to consider.
We can advise on or accept your brief and then create a winning solution for your print project.
A good design is like a great referee in a sporting occasion. You rarely notice a good one but you always see a bad one.
In essence, a good design seamlessly works on the audience without them even realizing they have been subjected to your advertising strategy. Once again we re-iterate…..good design works!
CONCLUSION
If you are looking to produce a brochure for your business or organization that will maximise your investment then we can help.
We have written this article to give you an insight into some of the graphic design elements and secrets that go into everything we design or produce. Nothing happens by accident.
It takes time, experience and communication with our clients to create a brochure that works. We are both in this together for your success means our continued success.
If you have a project you would like us to help you with then please contact us.
Do You Need Help!
At EvanPrint we can provide a complete solution to your problem.
In these moern times we can work togther without ever meeting up!
Our prices also include FREE delivery direct to your door.
Please read on for more information.
Don't know where to start?
We can help you to create a brochure that works!
What to do next to ensure your new printed brochure works!
It is important that you contact us at your earliest convenience to discuss your forthcoming menu project. We can also assist with posters, vouchers, flyers, social media design packs etc that tie in with your brochures and any other printed media that you my require.
In simple terms we can coordinate everything so that you look truly professional and that new brochure attracts attention and increases sales. You can see our complete range of printing services here.
Let' start talking and make your brochure a real success.
Contact EvanPrint | Telephone: 02920 021544 | support@evanprint.co.uk
DON'T FORGET SOCIAL MEDIA!
Make sure you maximise your professional design advantage.
If you have taken the time and trouble to let us professionally design your menus then you can really take advantage with social media.
These social media banners are brilliant for promoting restaurants, events, dinners, concerts and anything else........and YES..................our design studio offer this as an additional service. Request Quotation
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